KDD-Cup 2000 Organizers' Report: Peeling the Onion. - Ron Kohavi; Carla E. Brodley; Brian Frasca; Llew Mason; Zijian Zheng 002 (SIGKDD Explor., 2000)

Seven pitfalls to avoid when running controlled experiments on the web. - Thomas Crook; Brian Frasca; Ron Kohavi; Roger Longbotham (KDD, 2009)

Trustworthy online controlled experiments: five puzzling outcomes explained. - Ron Kohavi; Alex Deng; Brian Frasca; Roger Longbotham; Toby Walker; Ya Xu (KDD, 2012)

Online controlled experiments at large scale. - Ron Kohavi; Alex Deng; Brian Frasca; Toby Walker; Ya Xu; Nils Pohlmann (KDD, 2013)

Pitfalls of long-term online controlled experiments. - Pavel A. Dmitriev; Brian Frasca; Somit Gupta; Ron Kohavi; Garnet Jason Vaz (IEEE BigData, 2016)